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Psychology

The Psychology of Political Decision-Making in Referendums

Quick fact

In the 2016 Brexit referendum, the order of the menu sent by the UK government—'Remain' versus 'Leave'—had a measurable effect on voter preference, even though it was just a semantic choice. Such subtle framing can shift the outcome of an entire nation's decision.

Why this is interesting

You might think that a referendum is a pure test of what people want—but your vote can be swayed by a single word change in the question. How does your mind decide when the stakes are high and the details are complex?